If you don't understand what's going on here then you don't understand Amazon's business model. First they listen in, package and sell everything you do on-line. Then with Alexa they listen in, package and sell everything you do at home. This represents the next logical development for Amazon. Instead of being limited to listening in on what you say at home, these will allow Amazon to listen in on what you THINK, everywhere!
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A while back I spoke to someone who had a nice thing going with a product they made and sold on amazon. Before long, amazon came out with a competitive product made by them which undersold and ended the person's business.
It doesn't surprise me that amazon saw some potential in the wireless earbuds and simply saw the market for what it is.
All the best,
Why Microsoft behind the Earbud market, They bring this year
Microsoft’s True Wireless Surface Buds
Details here https://bestwirelessbluetoothheadphones.com/audio/microsofts-true-wireless-surface-buds/